Brochure

Conrad Miami, Miami, Florida
8th – 9th, May, 2014
Digital Pharma
Latin America
Develop a digital blueprint to deliver effective physician and patient interaction
and improved sales revenue across brands and regions
@DigitalPharma
#DigPharm
Featured Speakers:
Edvard Philipson
Vice President, Latin
America
FERRING
PHARMACEUTICALS
Glaucia Vespa
Neuroscience &
Ophthalmology
Business Unit Head
NOVARTIS
Julie Collins
Director, Global
Digital Marketing
ALCON
LABORATORIES
Maarten Boschloo
Digital Business
Partner
GLAXOSMITHKLINE
Additional Faculty Members:
What’s New for 2014?
Graciela Stoll, Commercial Director,
TEVA PHARMACEUTICALS
• ABBVIE profiles how to overcome
challenges and the ‘challengers’
when advancing digital marketing
initiatives in LATAM
Mike Stankevicz, Global Multi-Channel Marketing IT
Director, MERCK
Erika Alegre, Sales & Marketing Director, SANDOZ
Shwen Gwee, Chief Digital Officer, CHANDLER CHICCO
COMPANIES
Susana Lechuga, Marketing Director, GRUNENTHAL
Mauricio Oliveira, Category Head CHC – Latin American,
SANOFI
Claudia Adreani, Global Digital Marketing Manager,
ASTRAZENECA
Sergio Aguilar, Director, Latin America Market
Development, MERCK
André Veloso, Multi-Channel Marketing Manager, PFIZER
Jody Nair, Capability Manager, Field Mobility & Digital,
BRISTOL-MYERS SQUIBB
Cesar Camacho, Country Manager, Central Americas,
Caribbean and LATAM, LEO PHARMA
Enrique Galicia, LATAM Commercial Director,
UCB PHARMA
Igor Luiz V. Zanetti, Market Access & Public Affairs
Director, MUNDIPHARMA
• FERRING PHARMACEUTICALS
provides a bird’s eye view on how
to ensure the right infrastructure
and organization to support digital
marketing and making digital part of
the marketing mix
• GLAXOSMITHKLINE provides
real-life experiences in overcoming
internal competition with your
salesforce in delivering an integrated
multi-channel marketing strategy
across the region
• SANOFI shares practical case study
experience on Facebook and how
to make it work for your brand and
campaigns
John Pugh
Leader, Global
Digital Innovation
BOEHRINGER
INGELHEIM
Christiano
Pereira Silva
Commercial
Excellence
Director
ABBVIE
•G
RUNENTHAL outlines launch
readiness as the front door to success
•B
RISTOL-MYERS SQUIBB
analyzes how the mobile channel
can give your brand limitless choices
on how to communicate with your
audience, detail your products and
strengthen relationships with your
customers, all while on the move
•L
EO PHARMA demonstrates how
to drive traffic to and increase the
conversion on digital awareness
solutions based on social media and
onsite insights
•M
ERCK provides senior level global
experiences in enabling digital
content on the iPad
• SANDOZ explains how to have
thriving sales and marketing
strategies in Latin American
pharmaceutical markets
Strategic Partner:
Jaime Jankelevich, Partner, ETIKA CONSULTANTS
To Register Call 212-400-6240 or Visit www.digitalpharmaseries.com/latin-america
Welcome to the 2014, Inaugural Edition of
Digital Pharma
Latin America
It has been a landmark year for the Digital Pharma Series™, with record breaking events: DP Europe in Paris, DP West in
San Francisco, DP China in Shanghai and of course DP East in Philadelphia. Our attendee’s fly in from all over the world
and given the feedback we have received in tandem with the marketing climate in LATAM, this is the perfect time to provide a
specialized event for the LATAM community.
We study each geographic region very carefully and also take care to match worldwide trends and innovations. Mobile,
digital and social media marketing innovation continues to expand at pace and the LATAM region is in urgent need of
guidance on how to embrace the digital revolution taking place in the more developed Western markets and evolve from
traditional marketing strategy. Not only in the marketing initiatives and consumer engagement strategy, but the technology,
internal approval and cost implications all provide difficult challenges in building a robust digital business model.
ExL Pharma has developed a wealth of international contacts and we have leveraged our global conference and
networking platform to decipher the challenges, opportunities, cultural phenomena being seen across the LATAM region.
We have gathered key expertise from these emerging markets and attending this conference will afford attendees many
opportunities to leverage practical data and experiences in order to be able to actually deliver and employ digital means
to vastly improve customer engagement and sales revenue across brands.
We look forward to engaging you in high-level discussion, providing educational insight and unparalleled networking
opportunities across in the LATAM hub of Miami, Florida. Please visit the website regularly for updates on the venue
and growing speaker faculty!
Kind regards,
Warren Drysdale
Senior Conference Director, Digital Pharma Series™
ExL Pharma
Jayson Mercado
Head of Digital Events
ExL Pharma
Why We Are THE Leading Pharmaceutical Marketing Event for
Latin America:
• Unique opportunity for regionally based LATAM marketers to network with HQ based colleagues in the US
• 60% of Attendees are from a Life-Science Company
• Representatives from over 20 countries
• Unparalleled Cutting Edge Regional and Global Industry case studies
To Register Call 212-400-6240 or Visit www.digitalpharmaseries.com/latin-america
-
Why Attend this Premier Exl Pharma Digital Pharma Series Conference?
?
3
?
3
?
3
?
3
The Challenge:
T
aking a tactical approach to gaining internal approval for digital
initiatives: More and more pharma are taking a global approach to
their digital platforms. Compliance, MLR, IT and senior management
all need to provide approval and this is a huge challenge.
?
THE Solution:
W
e will outline how to make things happen despite local restrictions,
what to outsource and which partner to choose in this. How to
identify core competencies, core skills and map out a strategy in line
with differing geographic regulations that allows you to put together
a template/process/best practices allowing for a box ticking
approach to accelerate approval
The Challenge:
harmacovigilance: How can pharma develop digital platforms to
P
interact with customers through social media and new technologies
and move away from traditional phone/in-person methods. How to
develop effective listening channel that allow for responses within
24 hours
The Solution:
Understand how to overcome the fear, mindsets and resistance to
social media to develop technologies that mitigate these issues and
allow for listening
The Challenge:
Market Access: Understanding how digital strategy can be involved
with market access and penetrating specific geographic markets
in the region based on customer preferences is a challenge for
pharma
The Solution:
Understand how collaborations can be developed so that joint
initiatives accelerate market access. Partnering with ACOs and
MCOs in order to share platforms can be a powerful tool in gaining
data and access to specific markets.
The Challenge:
enerics: There is currently very little eDetailing and eLearning with
G
tablets being utilized with doctors and pharmacies, and the need
and usage is not well understood. Additionally, understanding how
to grow market share of generics vs. traditional sales as well as
gaining access to patients is a challenge
3
?
3
?
3
The Challenge:
lobal vs. regional marketing strategy and platform delivery.
G
Product teams, messages and collateral do not always get effective
customization to the regional LATAM markets from global HQs. Too
many assumptions are made given that headquarters’ systems and
doctors’ ways of recovering messages are different, which creates
inefficient campaigns. Just because something is cost effective in
New York does not mean that it is in a LATAM market.
The Solution:
nderstand how to manage the negotiation of global vs. local and
U
how to effectively understand and cater to local consumption of
information.
The Challenge:
eveloping effective patient adherence tools: given the level of
D
poverty and the percentage out of pocket, the ability to take the
cheaper alternative to prescribed drugs is often the chosen route by
patients, making adherence a challenging issue.
The Solution:
nalyze how digital tools can be utilized to modify patient behavior
A
and improve adherence not just in the
short term
The Challenge:
D
eveloping a strategy for multi-channel marketing that is LATAM
specific. Pharma companies typically roll out global MCM strategies
or platforms and the structures or technologies to effectively
manage this may not be available in LATAM
The Solution:
Analyze case studies of true Multi-Channel Marketing and a wider
view of the marketing mixes. Learn how to better integrate the
marketing mix and commercial channels:
•D
iscover how reps are becoming digitized, how remote detailing
evolving and how this impacts on a region that is still heavily rep
engagement focused
•P
ractically understand planning and project management/
campaign management and analytics for measuring campaign
effectiveness that are not simply rolled out from HQ
The Solution:
Understanding the data from pharmacies to develop generics as a
channel in it’s own right and utilize digital marketing as a method to
become closer to pharmacies
To Register Call 212-400-6240 or Visit www.digitalpharmaseries.com/latin-america
Main Conference Day 1
7:45 Registration & Morning Coffee
8:30 Opening Remarks From the Chair
André Veloso
Multi-Channel Marketing Manager
PFIZER
8:50 Why has it been so Challenging to Advance in Digital
Marketing in LATAM? How could we Overcome our Main
Challenges and also Convince our Challengers
• Key differences about digital marketing in pharma between
LATAM and other regions
• Main issues pharma marketers have been facing to leverage
digital tools in LATAM
• Simple proposals to make innovative digital solutions viable for
pharma marketing in LATAM
• What does “success” look like for digital marketing among us?
Christiano Pereira Silva
Commercial Excellence Director
ABBVIE
9:30 Case Study: Senior Management
The New World of Digital Releases, aka “What Happens
After we buy the Tablets?”
New communication platforms are transforming marketing and
corporate communications, creating new digital capability needs
across the organization. We’ll discuss these key questions:
• What are the digital capability priorities?
• How do we accelerate our learning curve to deliver more
effective digital capability sooner?
• Who needs to be engaged and how do we engage?
• How can potential derailers be identified and solved
proactively?
• What are some ways to engage the C-Suite for support?
• How to manage rising and sometimes unrealistic expectations?
• When do we sleep?
Julie Collins
Director, Global Digital Marketing
ALCON LABORATORIES
10:10 Morning Break & Networking
10:40 Case Study: Senior Management
How to Ensure the Right Infrastructure and
Organization to Support Digital Marketing and Making
Digital Part of the Marketing Mix
• What does senior management want to see in a proposal?
• Understanding how you can develop a template/processes/
check boxes/best practices for initiatives from project
conception stage
• Strategic and technical considerations: tactical experiences
and success stories
• Compliance and regulatory considerations across the region to
be aware of
Edvard Philipson
Vice President, Latin America
FERRING PHARMACEUTICALS
Thursday 8th May 2014
11:20 CASE STUDY: SENIOR MANAGEMENT
Pharma Twitterama Redux — Tweets, Twends, and
Twanalytics: Trends, Best Practices, and Novel Approaches
to Using Twitter in Pharma and Effectively Measuring
Engagement and Effectiveness to Drive ROI. From just a handful of pharma-owned Twitter accounts in 2009
to over 200 owned Twitter accounts in 2013, the microblogging
platform, Twitter, has certainly become a well accepted and
increasingly popular communications channel within the pharma
industry. And not only have companies used it for corporate
communications, but they have also found novel approaches
to leverage this platform, including: social customer service,
live tweet chats, real time content marketing, sponsored Twitter
condition communities, etc. In this session, pharma social
media veterans, Shwen Gwee and John Pugh, will reunite on
stage to present an updated version of their Pharma Twitterama
presentation, which debuted in 2009 (see: http://www.slideshare.
net/shwen/pharma-twitterama). Topics presented will include:
• What’s new with Twitter and healthcare in 2014
• Industry examples and best practices
•Social command centers and real time content marketing
opportunities
• Industry comparison of Twitter use
•Twitter analytics — followers, reach, impressions… And what
really matters
John Pugh
Leader, Global Digital Innovation
BOEHRINGER INGELHEIM
Shwen Gwee
Chief Digital Officer
CHANDLER CHICCO COMPANIES
12:00 Analyzing Tactics that Allow you to move from Traditional
Methods to Practical Digital Tools: Overcoming the
Internal Mindsets, Fear and Resistance
• Pharmacovigilance: understanding how to open non-traditional
channels to communicate with patients/physicians within 24
hours
• Evaluating new digital platforms for patient interaction
• Social listening and social media within pharma
Glaucia Vespa
Neuroscience & Ophthalmology Business Unit Head
NOVARTIS
12:40 Networking Lunch
1:40 Case Study:
Facebook – Making it Work for Our Brands
Mauricio Oliveira
Category Head CHC – Latin American
SANOFI
2:20 Delivering Digital Marketing Initiatives for the LATAM
Region as Part of a Global Organization
Claudia Adreani
Global Digital Marketing Manager
ASTRAZENECA
To Register Call 212-400-6240 or Visit www.digitalpharmaseries.com/latin-america
Why Attend this Premier Exl Pharma Digital Pharma Series Conference?
3:00 What Does ‘Digital’ Represent for Healthcare
(in Emerging Markets)?
• Stakeholder engagement: what is the value they look for?
• Collaborative organization vs. institutional organization
• Digital marketing or a healthcare platform?
Cesar Camacho
Country Manager, Central Americas, Caribbean and LATAM
LEO PHARMA
3:40 Afternoon Networking Break
4:10 Leveraging Digital Marketing to Generate
Improved Patient Adherance
Sergio Aguilar
Director, Latin America Market Development
MERCK
4:50 Case Study:
Mobile & Integrated Communications
If your brand offers mobile that gives your audiences what they
want and need, you will be right where you want to be: in the
daily lives of physicians and patients, building brand loyalty and
advocacy, not simply recognition.
The mobile channel can give your brand limitless choices on how
to communicate with your audience, detail your products and
strengthen relationships with your customers, all while on the
move.
Keep in mind though, that the benefits of developing a
mobile application can be accompanied by potential (and
costly) challenges. So before you decide to ‘jump on the app
bandwagon’, consider these key questions.
•Are you clear about the goal you want your mobile application
to achieve?
•Does your mobile application address a real customer need?
•Will your mobile application add value to your brand?
Jody Nair
Capability Manager, Field Mobility & Digital
BRISTOL-MYERS SQUIBB
5:30 Close of Day One
Follow us on Twitter
@DigitalPharma
#DigPharm
Plus
Find us on
and Digital Pharma
To Register Call 212-400-6240 or Visit www.digitalpharmaseries.com/latin-america
Main Conference Day 2
Friday 9th May 2014
Mike Stankevicz
Global Multi-Channel Marketing IT Director
MERCK
7:45 Registration & Morning Coffee
8:30 Opening Remarks From the Chairperson
André Veloso
Multi-Channel Marketing Manager
PFIZER
8:40 Optimally Integrating a Multi-Channel Initiative in
the LATAM Region from Product Digital Strategy to
Implementation
André Veloso
Multi-Channel Marketing Manager
PFIZER
9:20 Case Study: Senior Management
Multi-Channel Marketing Options for Brazil: How to Add
Digital Value to a World Where Reps Rule
• Overcoming the internal ‘competition’ with your sales force in
delivering an integrated multi-channel marketing initiative
• Business case study experience from Colombia
• How to extend reach and frequency for a product that has
hardly any sales force support
Maarten Boschloo
Digital Business Partner
GLAXOSMITHKLINE
10:20 Morning Networking Break
10:50 Panel Discussion
Regional Marketing and Strategy Outlook: Assessing the
State of Play in Latin American Markets: What is being
done Successfully Today and what can be done in the
Near Future
• Examining the good and bad digital efforts seen in LATAM so far
• What are the barriers that can be overcome today?
• What can we leverage from more advanced digital markets in
LATAM?
• Social media focus: where next and what can be utilized?
Enrique Galicia
LATAM Commercial Director
UCB PHARMA
Jaime Jankelevich
Partner
ETIKA CONSULTANTS
11:30 Case Study: Senior Management
Enabling Digital Content on the iPad
• Value proposition and benefits
• Best practices for implementing a successful iPad program
• Technology considerations
• Global/local considerations
• The journey to realization
• From metrics to closed loop marketing
• Change management
12:10 Case Study
Healthcare in Brazil: Access Issues and Challenges
· Brazil overview: key indicators and trends
· How the pharmaceutical environment has changed in
past years
· Key challenges for the pharmaceutical industry: current and
future
· Roles of Market Access and Public Affairs: a multi-stakeholder
approach
· Conclusions
Igor Luiz V. Zanetti
Market Access & Public Affairs Director
MUNDIPHARMA
12:50 Networking Luncheon
1:50 Launch Readiness as the Front Door to Success
• Are you really ready to launch a product?
• Key core elements that prepare you for success
• Focus, focus, focus…!
• Track it all!
Susana Lechuga
Marketing Director
GRUNENTHAL
2:30 Case Study:
Thriving Sales and Marketing Strategies in
Pharma Latin America
• Latin America markets - emerging markets
• Tablets use in Latin America
• Branded generics marketing opportunities
• Salesforce and digital marketing as a key marriage
Erika Alegre
Sales & Marketing Director
SANDOZ
3:10 Afternoon Networking Break
3:40 Tailoring Your Market Access Strategy Across the LATAM
Region
Graciela Stoll
Commercial Director
TEVA PHARMACEUTICALS
4:20 Closing Comments and Close of Conference
To Register Call 212-400-6240 or Visit www.digitalpharmaseries.com/latin-america
Registration information
3
Call:
212-400-6240
EASY WAYS
TO REGISTER
Email:
[email protected]
Web:
By Industry
www.digitalpharmaseries.com
45% Pharma/Biotech/
Biopharma/Medical Device
Registration Pricing Information
Early Bird Pricing (Register by 28th March 2014)
23% Digital/Technology Sol
21% Agencies
$1295 USD
8% Consultant
To Save $200US
Standard Pricing (Register After 28th March 2014)
3% Academic
$1495 USD
Solution Provider Pricing
Early Bird Pricing (Register by 28th March 2014)
$1495 USD
To Save $200US
Standard Pricing (Register After 28th March 2014)
$1695 USD
Together with:
Target Audience:
3Physician Networks
3ePatients
3Regulators
3Digital Agencies
3 Technology Providers
By Industry
By Level
45% Pharma/Biotech/
35% Manager
Biopharma/Medical Device
28% Director
23% Digital/Technology Solutions
20% Senior Director
21% Agencies
13% VP/SVP
8% Consultant
4% C-Suite
3% Academic
Who Should Attend:
Professionals from the pharmaceutical, biotechnology and medical device industries whose responsibilities include:
Marketing
Multi-Channel Marketing
Commercial Excellence
LATAM Heads
Product Management
Sales
eMarketing
Business Unit Heads
Country Manager
IT
Digital Marketing
eBusiness
Category Heads
Brand Management
Legal
By Level
35% Manager
28% DirectorPartners
Media
20% Senior Director
13% VP/SVP
4% C-Suite
Venue & Hotel
Conrad Miami, 1395 Brickell Avenue, Miami, Fl 33131
To make reservations please call 1-800-HILTONS and request the negotiated rate for ‘ExL’s May Meeting.’ You may also use the following weblink to
make online reservations: https://resweb.passkey.com/go/exl2014. The group rate is available until April 16, 2014. Please book your room early as
rooms available at this rate are limited.
To Register Call 212-400-6240 or Visit www.digitalpharmaseries.com/latin-america